Published

HR and Marketing Bring Brand Promises to Life

Enduring brands are built by people – not ads, clicks or views. Marketing has traditionally taken the lead in communicating the corporate brand promise, but when it comes to delivering on those promises, its people from all around the organization who have to do the work of successfully bringing the brand promise to life. And that’s why HR has a significant role to play in the process. Recognize and leverage the critical role employees play in enhancing and delivering the brand promise.
#brandbuilding #workforcedevelopment

Share

stock photo

Enduring brands are built by people – not ads, clicks or views. Marketing has traditionally taken the lead in communicating the corporate brand promise, but when it comes to delivering on those promises, its people from all around the organization who have to do the meticulous work of successfully bringing the brand promise to life. In fact, employees need to do many things (often behind the scenes) that are ‘on brand’ across dozens of customer touch points. Ultimately, it’s the organizational culture – ‘the way things are done around here’ – that becomes the true brand differentiator. And that’s precisely why HR has a significant role to play in the process. It’s time to recognize and leverage the critical role employees play in enhancing and delivering the brand promise. Read more

RELATED CONTENT

  • Shifting Landscape of Technology Is a Never-Ending Education

    Brent Donaldson, Senior Editor, Modern Machine Shop and Additive Manufacturing Magazine discusses how the shifting landscape of technology that all of Gardner’s writers and editors cover is a never-ending education. If we are truly doing our jobs, we will never feel like we’ve mastered them. As I continue writing and reporting for AM and MMS, it’s easy to imagine how these technologies’ interdependency will continue to grow. It also seems clear that this kind of reporting — the kind that requires editors to experience and share new manufacturing technologies and strategies — is the kind of reporting that only Gardner can produce with any depth. I’m grateful to be part of it.

  • Marketing Mistakes Could Be Fatal to Manufacturing Companies

    Although the economic fallout of the COVID-19 pandemic is hitting service and travel industries the hardest, B2B manufacturers and industrial companies are not immune. And just as human patients with underlying issues are more susceptible to the pandemic, so are B2B companies with underlying financial, organizational and marketing issues. It’s time to acknowledge the marketing issues you have and get in front of them. Turn underlying B2B marketing problems into bonafide marketing differentiators. Here are four underlying marketing issues that could prove catastrophic to B2B manufacturers.

  • Brand vs. Product Advertising. What’s the Fuss?

    Marketers have long debated the merits of brand vs. product advertising. In truth, there are reasons for both. The strategy depends on the marketing situation.

Gardner Business Media - Strategic Business Solutions